Comparative Analysis: Marketing Mix of Lucozade Energy and Red Bull

This report provides a comparative analysis of the marketing mixes of Lucozade Energy and Red Bull Energy drinks. It examines their target markets, highlighting the age groups and demographics each brand focuses on, with Lucozade targeting a broader range from 12-35 years old and Red Bull focusing on the 18-25 age group, particularly in Asian countries. The report delves into the product offerings, discussing the variations in flavors and ingredients, with Red Bull offering more variety and sugar-free options. It contrasts their pricing strategies, noting Lucozade's premium pricing versus Red Bull's more competitive approach. Furthermore, it explores the distribution strategies, detailing where the products are sold and how they reach consumers, including online platforms and various retail locations. Finally, the report analyzes their promotional activities, including social media, sponsorships, and advertising campaigns, illustrating how each brand aims to build brand awareness and customer loyalty. The report concludes by summarizing the key differences and similarities in their approaches, offering insights into their respective market positions and competitive advantages.

Principles of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Marketing Mix of Lucozade Energy and Red Bull Energy.......................................................3
CONCLUSION................................................................................................................................6
REFERANCES................................................................................................................................7

INTRODUCTION
The Marketing Mix refers to the set of Tactics or action, which is uses by the company or
any brand to promote their product or brand to the target market. Marketing Mix generally
include 4Ps which are product, price promotion and place. Pricing can also be defined and use as
demarcation, to enhance the product and brand image.
This report will compare two different brands which will be Lucozade Energy and
Lucozade Energy . This both brands and competitor of each other and this report will compare
both on the basis of Target market, product. Price and Place where they distribute their product
and promotion.
TASK
Marketing Mix of Lucozade Energy and Red Bull Energy
Marketing Mix
Target Market
Lucozade is a soft drink manufacturer, and they are making energy drinks in the rage of
sports and energy (Alserhan., 2017). For the children can drink who have age between 12 and 18
can drink some of their drinks which is specially made for the children and above age group
between 18 and 35 can use their high energy dirks which can be use during running and playing
nay sports. Most of the people in the UK us this drink during the sports and this drink are famous
and popular among the uk but their product is not tat much famous as compare to the Red bull
and Lucozade competitor is Red bull because they are giving competition to the Lucozade. Red
Bull target on the people who are between 18 and 25 and this drink give high energy instantly.
They are having the highest market share of any drink in the world and most of the sports person
recommend this drink for the instant boost. Red bull have established their brand in the all
around the world, and they are mostly famous in the Asian countries. People is the Asia like to
drink this because their test is better than compare to the other drinks and this drink have ability
to give instant energy. Main target of the Red Bull is Asian counties people according to the
demand in the Asian countries. They also supply their drink to the sports event like cricket,
football etc. most of the sports person who are famous among the world used to drink Red bull as
a energy drink. It is safe and better than the other drinks.
Product/ Brand

According to Leavitt's model Each and every organization system is made up of the main
four components which are people, task, structure and technology. This is an interaction
between the these 4 components that can determine the fate of the company (Bush,Bell and
Middlewood., 2019). Employees in the Lucozade company have high skills and knowledge in
the company, and they recruit people who have good experience and better knowledge of the soft
drinks. Marketing team of the company develop their products after taking knowledge and study
of the target. This shows that how better their marketing team is working to develop the product
and satisfy needs of the customers. Every employee has different task in product making but
companies structure is complicated this is disadvantages of company and other employees of the
company cannot provide idea to the superiors to make product better. They are using normal
technology which is normal used for making soft drinks. Their product making capacity is low.
They are offering varieties of the soft dink and some of them are Lucozade Original, Lucozade
apple blast Etc.. If we talk about the red bull their employees have high knowledge in the product
and, and they are specialist in this industry. Company's structure is simple which helps company
to make their product in less time and this company is using the best technology available in the
market and there are many experts who help this company for the fast production on the product.
Red bull is offering 5 different product flavor which are Kiwi, coconut, blubbery, cranberry and
tropical fruits. Fathoming the growing needs for the sugar free drinks among the customers, this
drink also become out with the surge-free Red Bull energy Drink.
Price
Lucozade Energy drink Price Red Bull Price
Lucozade Energy Orange (1L) 15.80 pound
Lucozade company is selling their product in the high cost which is not suitable and affordable
for any normal person. They are using premium price strategies in which company make quality
product and sell their product in the high price range (Eastman., 2017). These drinks are
affordable for those who can spend high amount of money and who belong from rich family.
Mostly these drinks are used by the sports person who are famous and popular among the people.

It is important for the company to diereses their prices to compete with the Red bull because Red
bull drinks are not costly, and they give instant energy to the individual (Lilien, Rangaswamy
and De Bruyn., 2017.). This company drinks can be affordable by normal person. Red bull is
using chip price strategies in the market, so they can provide quality product to their customers
in the affordable price. Their low price strategy help them to be famous drinks in the world and
their brand name is famous in worldwide. They are also sponsoring many sports criteria, and
they are well-known company in the world. They have gain market reputation and customers
loyalty with their quality product in low prices. It is important for the Lucozade company to use
low price strategies to compete with the Rd bull because this is they only way top gain
competitive advantages, and they also need to do market researches for their post, so they can
develop their product to compete with the Red bull Energy Drink.
Place
Lucozade drinks are made in the UK, and they sold their product in the Britain Market.
They are selling 15 counties which include Canada, Spain, France, Italy etc. they are famous
energy drink in these countries and this company is targeting more different counties to expand
their business and gain competitive advantages. Marketing team of these companies have done
some researches and study of the other market and soon they can enter the other counties South
American counties (Shaw., 2016.). They are having their online website, and they are providing
delivery of their energy drink in all over the world. These drinks are also available on the
platforms like Amazon, people can buy this company product from Amazon and their stores as
well. Red Bull has successfully managed to sell 5.9 billion cans worldwide in 2015 owing to its
vast distribution network worldwide. Red Bull is available at convenient locations like a
supermarket, convenience store, retail outlet or even night clubs, bars and casinos. These ways
make very easy for the customers to buy their products. Also, Red Bull is often stored in Red
Bull exclusive refrigerators attracting customers to buy an energy drink when they go grocery
shopping or to a bar. Red Bull is also available online either in bulk packs or single making it
easier for customers to buy it in bulk. Main motive of the company to sell their drink at nigh
clubs because most of the people refer Red bull to mix with the other drink to make better flavor.
This is just to help them to stay up late nigh, and they can enjoy party with their friends.
Promotion

Lucozade company is promoting their brand in the on the social media platform such as
Facebook, Instagram and twitter. This is helping them to reach their target customers. These
strategies are not that much costly, and they are getting customers from the sports filed. They
also give their brand advertisement on the newspaper and articles. They are getting most of the
customers from the T.V advertisement (Paswan, and Subramanian., 2015). They are giving
sponsorship to the sports event which help them to promote their product in the all around the
world.
Red bull is drink, and they are targeting sports person with the tagline of which is 'Red
bull Gives Wings' they are promoting their brand by giving sponsorship in the sports event
(Morden., 2016). Some of those events include Motocross, Mountain biking, surfing etc. they are
also promoting their energy drink on the T.V and many more platforms. They have Red Bull T.V
available on laptops, PCs, mobiles, gaming consoles and tablets airing various music festivals,
shows, films, performances and videos. Red Bull also have their own merchandise stores online
and magazines for extreme sports persons. Through all these promotional activities they want
customers to recall their brand every time they see or hear energy drink thus increasing their
customer base. Hence, this covers the marketing mix of Red Bull.
CONCLUSION
As per the above report has been This report has been compared two different brands
which was Lucozade Energy and Lucozade Energy . This both brands and competitor of each
other and this report has been compare both on the basis of Target market, product. Price and
Place where they distribute their product and promotion.

REFERANCES
Books and journal
Alserhan, B. A., 2017. The principles of Islamic marketing. Routledge.
Bush, T., Bell, L. and Middlewood, D. eds., 2019. Principles of Educational Leadership &
Management. SAGE Publications Limited.
Eastman, M. L., 2017. The Brand Project: Reinvention of a Principles of Marketing Course for
the Digital Age. Journal of Higher Education Theory and Practice.17(6).
Lilien, G. L., Rangaswamy, A. and De Bruyn, A., 2017. Principles of Marketing Engineering
and Analytics. DecisionPro.
Morden, T., 2016. Principles of strategic management. Routledge.
Paswan, A. K. and Subramanian, A., 2015. A Contingency Perspective of Student Performance
in the Principles of Marketing Classes. In Proceedings of the 1999 Academy of Marketing
Science (AMS) Annual Conference (pp. 301-305). Springer, Cham.
Shaw, S., 2016. Airline marketing and management. Routledge.